Global Product Launch - Marketing Strategy

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Case Study Presentation Global Product Launch - Strategic Planning

Transcript of Global Product Launch - Marketing Strategy

Case Study PresentationGlobal Product Launch - Strategic Planning

Case Study: Elsevier ClinicalKey Launch

• Global Product Launch– Product Overview

• Clinical search engineoComprehensiveoTrustedoFast

– Business Challenge• New market entry• Entrenched competition

OVERVIEW

Case Study: Elsevier ClinicalKey Launch

• Marketing Objectives– Create awareness– Drive leads– Convert leads to sales– Create engagement

• Business Objective– Achieve $25.6M in 2012 Revenues

OVERVIEW

Case Study: Elsevier ClinicalKey Launch

• Situation Analysis

– Messaging

– Brand and Product Awareness

– International Support

Key Issues & Opportunities

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KEY INSIGHTS

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KEY INSIGHTS

Case Study: Elsevier ClinicalKey Launch

• Physician Mindset

Path to career starts in

childhood

Naturally competitive &

empirical

Movement from private practice

to hospital

Overwhelmed by government reimbursement

requirements

Peer camaraderie built through school & residency

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KEY INSIGHTS

Case Study: Elsevier ClinicalKey Launch

• Physician Insights

Not an emotional sale

Try before they buy

Peer-to-peer recommendation effective

Time-savings is key

Need accessto information

across locations

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KEY INSIGHTS

Case Study: Elsevier ClinicalKey Launch

• Executive Mindset

Are physicians… Unemotional,

empirical, trust in peers

Bottom line – improved care and

reduced costs

Recruitment and Retention Challenges

Struggle with evolving policies, innovations,

and political landscape

Proactive, values communication

and collaboration, high standards of

excellence

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KEY INSIGHTS

Case Study: Elsevier ClinicalKey Launch

• Executive Insights

Not emotional buyers

Message as decision-maker

Staff physician input driving demand and preference

Responds to patient outcome and cost

reduction messaging

Driven to find competitive advantages in physician recruitment and patient preference

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KEY INSIGHTS

Case Study: Elsevier ClinicalKey Launch

• Looking outside healthcare for inspiration

To build awareness,

build a strong identity

To build a strong identity,

drive consistency

Thought Leadership

Experiential Sampling Initiatives

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STRATEGY

Institutional Subscriptions

Medium Hospitals (300 – 499 Beds)

Case Study: Elsevier ClinicalKey Global Launch

Large Hospitals(>500 Beds)

Small Hospitals(<300 Beds)

Physicians

Key Opinion Leaders

Individual Subscriptions

• Overarching Strategy

Case Study: Elsevier ClinicalKey Global Launch

• Key Strategic Focus

– Win hospital executives through thought leadership.

– Create physician preference through driving trial.

– Build early awareness through frequency.

– Develop global sales and marketing support kits to support consistent messaging worldwide.

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TACTICAL HIGHLIGHTS

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Win the hospital executivesthrough thought leadership.

Launch Events−Primary North American Launch – Boston−Secondary European Launch – London−Tertiary Regional Europe/APAC Launches

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THOUGHT LEADERSHIP

Case Study: Elsevier ClinicalKey Launch

“Transforming Healthcare Through EBM” When: October 3-5, 2012 Where: Trump Hotel & Tower / Chicago, IL

– Opening Keynote Speaker: David Kessler, MD– Closing Keynote Speaker: Farzad Mostashari, MD

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THOUGHT LEADERSHIP

Case Study: Elsevier ClinicalKey Launch

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Create physician preference through driving trial.

North American Experiential TourGlobal Conferences and Trade Shows

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Case Study: Elsevier ClinicalKey Launch EXPERIENTIAL

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Build early awarenessthrough frequency.

Beta Recruitment– Five weekly recruitment emails 11/11 – 12/11– Beta site

Beta Engagement− Global Beta Campaign

• Weekly emails

− Marketing Support Site• Guided Tour Video• 8 Video Tips• Welcome Kit• Key Searches• Community Features

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BETA

Case Study: Elsevier ClinicalKey Launch

Physician Media 18 Specialty Targets

− Estimated 3.6M Paid* Impressions• 36 sites

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MEDIA

Case Study: Elsevier ClinicalKey Launch

C-Suite Media− Online – Estimated 85,000 Impressions− Promotional eMail – Estimated 10,500 Impressions

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MEDIA

Case Study: Elsevier ClinicalKey Launch

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Develop global salesand marketing support kits to

support consistent messaging worldwide.

Branding Deliverables−Global Quantitative Research

• Product Name• Logo / Color Palette• Positioning• Key Messaging Sets

−Global Brand Standards Guide−Global Photo Library

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SALES & MARKETING

SUPPORT KITS

Case Study: Elsevier ClinicalKey Launch

Resource Sharing Platform

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SALES & MARKETING

SUPPORT KITS

Case Study: Elsevier ClinicalKey Launch

Case Study: Elsevier ClinicalKey Launch

• Marketing Program Results– Launch Event

• 216 Product Demonstrations• 94 30-Day Trials• >$10K B2C Revenues• >$675K B2B Revenues

– CMIO Summit• 62 Product Demonstrations• 22 30-Day Trials• >$2K B2C Revenues• >$250K B2B Revenues

– Conference/Mobile Tour Results• 242,652 Product Demonstrations• 105,894 30-Day Trials• >$1M B2C Revenues• >$8.5M B2B Revenues

OVERVIEW

8to1 Return on Investment

2to1Return on Investment12to1

Return on Investment

Case Study: Elsevier ClinicalKey Launch

• Marketing Program Results– Beta Results

• 4,955 Physician Participants• 583 Hospital Executive Participants• >$460K B2C Revenues

– Media• 8.05M Online Impressions• 229 Placements

OVERVIEW

6to1 Return on Investment

.19%

Revenue Objective116%

CTR

• Business Objective Results– Achieved $29.8M Revenues

Thank you!

Questions & Answers